If your website is getting a decent amount of traffic but you're struggling to convert them, it could be that people aren't very sure whether your product will meet their needs, whether it's priced well, or whether it will work for their particular situation. One of the best ways to solve this problem is to use interactive content to drive engagement and conversions.

Calculators are one form of interactive content that drives engagement and conversion in digital marketing. Not only are they good at grabbing your target audience’s attention, but they can also improve user attention. In this article, we look at how to use calculators to increase your conversion.

What is an Interactive Calculator?

An interactive calculator is an online tool where users add their data, such as numbers, details, or preferences, in a form to be processed by the tool, and the personalized results are provided immediately. The tool is used to generate various data, including saving projections, cost estimates, and ROI. There are, therefore, effective ways to make complex decisions easier and boost engagement.

Why Interactive Calculators Work So Well

Consider the last time you used an ROI tool or a mortgage calculator. You probably spent a couple of minutes testing various scenarios to get a clear picture. This level of engagement is what makes the calculator more powerful. 

Compared to a landing page or a blog, a calculator requires user participation. They can do that by entering their details to see the custom results and get real insights. This helps build trust, which in turn leads to higher conversion rates. That said, here are some great reasons to consider using calculators:

• Provide value that drives trust. Consider a situation where you help someone calculate ROI or loan repayment: you are adding value to them without being pushy.
• Data collection. A calculator will help you collect your audience’s data without looking invasive. Since people are getting something valuable, they are willing to share information. 
• Great lead generation strategy. The details people enter into the calculator will provide important insights into their pain points, budget, and stage of the buying journey. The data can help your sales team identify serious customers to follow up with. It can, therefore, be an important tool for building a Facebook funnel for lead generation in the coaching industry.

According to a study by the Content Marketing Institute, interactive content results in twice the conversion of static images.

Types of Calculators to Consider

The type of calculator to use will depend on your business, as not all calculators will serve different businesses. Here are some of the top types of calculators to consider:

• ROI calculator. You can use this calculator to show your audience how much they will save with your software. This will help them to make a decision faster. It's a good choice for agencies, B2B services, and Saas.
• Pricing calculator.  Rather than showing your audience a big and scary number, you can use this calculator to break down the cost. This level of transparency can help increase trust.
• Assessment calculator. It is a good option for showing people their standing. It can be on something like a retirement-readiness or marketing-maturity score. These can help create a sense of urgency by highlighting gaps you may not have been aware of.
• Comparison calculator. A good choice for helping you select objectively, as it shows if the product is a good fit.
• Saving calculator. This shows buyers how they are wasting money with their current packages and why they should act to save money.

Make sure you select the content that addresses the biggest hindrances to buying, and create a tool that removes that doubt. 

How to Create an Interactive Calculator

While creating an interactive calculator isn't difficult, there are several steps you need to follow. These are:

• Consider your desired outcome. Consider the results you want to achieve that you feel will encourage someone to buy.  
• Have minimalist inputs. If your calculator requires people to enter a lot of details, this will impact the completion rate. This is why your calculator should only have the most necessary details. You can then go into details in the other stages of the sales journey.
• Have solid math. The calculations should be based on industry research and real customer data. If people don't believe your data, they may not trust your recommendations.
• Design with mobile in mind. Many calculator users will be using mobile phones. That is why you need to ensure that it works perfectly on small screens. The calculator should be completed in less than two minutes.
• Be strategic in gating. The basic results should be free. However, for more detailed insights, you may need to ask users to share their email addresses. Such will strike a good balance between value and lead capture, so make sure you have a good understanding of what will work for your audience.

Using an Interactive Calculator in Different Stages of the Sales Funnel

Calculators are suitable for the different stages of the sales journey. Here are the ways to use them in the different stages of the sales funnel:

• Awareness stage. Calculators often attract people who are looking for a solution. For instance, when someone is looking for an answer to how much a home mortgage costs, they will find a cost calculator valuable. It can be a valuable tool for building brand awareness on Reddit.
• Consideration. Calculators can help prospects to build a business case. By adding an ROI calculator, you can provide your target audience with the tool they require to justify their internal purchase. 
• Decision time. Calculators are also effective for helping convert customers on the fence by showing them how much they can save in a year, thereby making the risk feel more manageable.
• After purchase. Calculators can help enhance adoption while minimizing churn. Using the usage calculator, customers can maximize the value they get. The optimization calculator can also help identify areas for improvement.

A good idea would be to build calculators for the different stages of the buying journey, each with its own role in advancing the journey.

In Conclusion

An interactive calculator provides dynamic content that helps guide customers through the different stages of the sales journey. It is an essential tool for brand marketing strategy to drive engagement and conversion. If you are wondering how to use an interactive calculator to drive conversions, the steps above will be helpful.